Writers might choose to use a pseudonym for the following reasons:
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They have a common name. - A pseudonym can help distinguish their work in a crowded marketplace where many authors might share the same name.
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They don't want what they write to tarnish their real name. - Using a pseudonym allows writers to separate their personal identity from their writing, especially if they are writing in a genre or subject matter that might not align with their public persona or professional reputation.
The other options (their name is hard to remember, it's easier to market two names) are not typically primary reasons for adopting a pseudonym.